Holiday Inn launches £65 million global advertising campaign
The brand's biggest ever campaign to support £650 million Holiday Inn relaunch
April 29, 2010 // Franchising.com // Holiday Inn is launching its biggest ever advertising campaign this week to support the £650 million ($1 billion) global relaunch of the brand.
The £65 million ($100 million) Stay You campaign is designed to show how guests can relax and be themselves when staying at a Holiday Inn or Holiday Inn Express. It coincides with the final stages of the Holiday Inn relaunch, a £650 million ($1 billion) investment across more than 3,300 hotels worldwide. Due to complete by the end of 2010, over 2,200 hotels have already been relaunched, creating a more contemporary image, increasing quality and driving consistency at Holiday Inn brand hotels globally.
The relaunch focuses on the things research shows matter most to guests - a modern hotel with efficient, friendly service and a great night's sleep. The programme includes extensive staff training, a refreshed guest room and bathroom, custom scents and sounds and new signage with the redesigned logo.
The Stay You TV campaign kicks off in the US on May 2 during Sunday night baseball and in the UK on 3 May on ITV1 during Joanna Lumley's Nile programme. This is the first time Holiday Inn has advertised on TV in the UK since 2002. The multi-media campaign will also feature TV, press and online ads in the US and Germany - the first time the brand has ever advertised on TV in Germany. Print ads will also run in Mexico, Latin America, Asia and Australia.
Andy Cosslett, CEO, InterContinental Hotels Group, said: "Stay You is the biggest advertising campaign in the 58 year history of Holiday Inn. We're more than two thirds of the way through the relaunch so we want to let our guests know things have changed at Holiday Inn. Since 2004, we have removed 1,200 poorer performing Holiday Inn hotels and added 1,500 new ones, rejuvenating the estate. And by the end of 2010 almost half of the Holiday Inn hotels around the world will be less than 10 years old. The level of support behind this campaign reinforces our confidence in the Holiday Inn relaunch which positions us well for the upturn in the economy when it comes."
McCann Erickson Manchester created the campaign across Europe with the McCann Erickson network developing the campaign globally.
In June 2009, Holiday Inn signed up as the official hotel partner of the London 2012 Olympic and Paralympic Games.
High resolution images to accompany this announcement are available for the media to download free of charge from www.vismedia.co.uk.
About Holiday Inn
With more than 1,300 hotels worldwide, Holiday Inn Hotels and Resorts is the most widely recognized lodging brand in the world. In fact, Holiday Inn was one of the first international hotel brands to establish a presence in China in 1984. Holiday Inn Hotels and Resorts provides the services that business travellers need, while also offering a comfortable atmosphere where all people can relax and enjoy amenities such as restaurants and room service, swimming pools, fitness centres and comfortable lounges. The casual atmosphere and amenities such as meeting and on-site business facilities, Kid Suites rooms and, Kids Eat and Stay Free programs, demonstrate the long-standing commitment of Holiday Inn Hotels and Resorts to serving travellers and have helped to establish the brand as "America's Favourite Hotel."
About Holiday Inn Express
Holiday Inn Express hotels are modern hotels for value-oriented travellers. Fresh, clean and uncomplicated, Holiday Inn Express hotels offer competitive rates for both business and leisure travellers. Guests Stay Smart® at Holiday Inn Express hotels where they enjoy a free hot Express Start® Breakfast Bar, free high-speed internet access and free local phone calls (US and Canada only). There are currently more than 1,900 Holiday Inn Express hotel locations around the globe.
InterContinental InterContinental Hotels Group (IHG) [LON:IHG, NYSE:IHG (ADRs)] is the world's largest hotel group by number of rooms. IHG owns, manages, leases or franchises, through various subsidiaries, over 4,400 hotels and more than 645,000 guest rooms in over 100 countries and territories around the world. The Group owns a portfolio of well recognised and respected hotel brands including InterContinental® Hotels & Resorts, Hotel Indigo®, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites® and Candlewood Suites®, and also manages the world's largest hotel loyalty programme, Priority Club® Rewards with 48 million members worldwide.
IHG has nearly 1,400 hotels in its development pipeline, which will create 160,000 jobs worldwide over the next few years.
InterContinental Hotels Group PLC is the Group's holding company and is incorporated in Great Britain and registered in England and Wales.
IHG offers information and online reservations for all its hotel brands at www.ihg.com and information for the Priority Club Rewards programme at www.priorityclub.com. For the latest news from IHG, visit our online Press Office at www.ihg.com/media
Scent and Sound details
As part of the relaunch, Holiday Inn and Holiday Inn Express will both see the introduction of 'signature' scents and sounds.
A global playlist compiled by US-based award winning producers Rock River, includes about 1,000 tracks. The list is tailored for individual regions, then further edited for key individual countries, to accommodate local tastes and cultural differences. There are separate playlists for both brands. The music changes tempo throughout the day - morning starts vibrant and lively, progressively quietening down to chilled-out music in the evening.
Global playlist examples
- Sting featuring Cheb Mami 'Desert rose' , John Mayer 'Waiting to change the world', Jackson 5 'It's your thing'
Holiday Inn Express
- Seal 'Crazy', Corinne Bailey Rae 'Put your records on', Carlos Santana 'Oyo como va'
IHG has worked with a global fragrance house, Takasago International, to produce individual signature scents for both Holiday Inn and Holiday Inn Express. Hotels will provide the signature brand scent - delivered via 'scent machines' - at the main entrance, within the lobby and front desk, 24/7. The scents will help create an environment that feels simple, clean, open, airy and warm.
The Holiday Inn scent is a crisp combination of citrus and white tea, with herbs, perilla leaf, woods and a sensual musk. The Holiday Inn Express scent is made up of a combination of fragrances including green tea, sweet grass and citrus with a hint of green herbs and woods.